The Wild Wild West – An All Too Familiar Story! 


As a follow up from today’s webinar, I’d like to pen down a few thoughts around the importance of the creative brief tool for today’s modern enterprise. For those of you who missed it and want to see how easy it is to configure a brief without too many cycles and resources, reach out to me and I will be able to take you through it.

No denying that creating this piece is usually a herculean task for various reasons. Some factors which we talked about today include the presence of several moving parts including the changing nature of the product and the expectations from the immediate ecosystem of internal and external stakeholders.

The below graphic explains this complexity in a more visual form.


Screen Shot 2016-01-25 at 11.33.13 PM

Digital Transformation and Its Implications

The second big factor is digital transformation and the changing complexion of marketing and content in the digital age. Today’s marketer is working with different types of platforms for content creation and monitoring. These range from CMS software like WordPress, Drupal and Joomla to analytics to SEO tools like SEM Rush and SEO Moz for keyword monitoring.

So, if you were to design a creative brief, it would have to seamlessly integrate with a lot of these tools. This in itself is quite a challenge, considering the diverse requirements. And creating the multiplier effect is the different types of briefs required to run the many functions of marketing, beginning from website design, product design, content marketing which also includes a special mention of visual content.

Also not to forget, that different pieces of marketing content need to tap in to specific pieces within the brief. So a content or a visual content marketer does not really need to constantly reference a master brief but only sections that are relevant. An effective software that could make this happen for a marketing team would be super beneficial.

The Blurring of Lines Between Types of Workforce

And then of course, you need a way for the brief to talk with multiple stakeholders within and outside the marketing team. This becomes especially pertinent when large marketing teams are created with internal and external workforce. External workforce comprising of freelance writers and editors from the crowd using sites like UpWork and Odesk. Since these folks do not have deep insight into the customer’s brand, it becomes important to have a ready guideline which they can reference.

Externalities and Preparing for Them

The other big piece of the puzzle is externalities. Factors like changes within organizations, or shift in market focus can complete alter the dynamics of these guidelines. The important thing to remember at that time is not to throw away the baby with the bathwater. There is always a need to preserve the legacy work and take the important learnings from there to the future.

All of this does get cumbersome when there’s no way to hold it. And that’s why a platform to create, manage and maintain these guidelines is imperative. In my next blog, I shall talk about how a creative brief can be configured and used easily for any type of brand.

If you would like to see a demo of how a creative brief is configured on our platform, please write to me at and I will be happy to help.



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